Click the Study Aids tab at the bottom of the book to access your Study Aids (usually practice quizzes and flash cards).
Study Pass is our latest digital product that lets you take notes, highlight important sections of the text using different colors, create "tags" or labels to filter your notes and highlights, and print so you can study offline. Study Pass also includes interactive study aids, such as flash cards and quizzes.
Highlighting and Taking Notes:
If you've purchased the All Access Pass or Study Pass, in the online reader, click and drag your mouse to highlight text. When you do a small button appears – simply click on it! From there, you can select a highlight color, add notes, add tags, or any combination.
If you've purchased the All Access Pass, you can print each chapter by clicking on the Downloads tab. If you have Study Pass, click on the print icon within Study View to print out your notes and highlighted sections.
To search, use the text box at the bottom of the book. Click a search result to be taken to that chapter or section of the book (note you may need to scroll down to get to the result).
View Full Student FAQs
Chapter 12 Make the Message Sell: SS+K Ensures that All Components Tell the Brand Story
Figure 12.1 Two Months to Launch!
You’ve done your homework. You understand your audience, you’ve identified the objectives and strategy for your campaign, and you know what media you’ll use to reach your target consumers. You’re almost there—but you’ve still got to decide how to say what you want to say.
Should you focus on reason or appeal to the heartstrings? Should you spell out the arguments or show visually why your idea, product, or service is worth a serious look? Sometimes a picture is worth a thousand words; other times it’s just a pretty picture. Usually, you need both words and images to get your ideas across, so you need both copywriters and art directors to do their magic. In this chapter we’ll take a look at some of the options the advertiser has available to make it sell.